News

The agency, led by veteran journalist-broadcaster pair Matt Potter and Anna-Louise Dearden, heralds a fresh approach for Saga Cruises – with more focus on delivering genuinely engaging stories to media across the UK, and working with journalists to deliver great storytelling tailored for their platforms.

The change comes with the new autumn campaign focusing on the 2025 season, which brings:

• A nationwide chauffeur service, bringing customers from home to the waiting ship, as part of their truly all-inclusive offer.
• A host of celebrity guests onboard, delivering lectures, talks, activities and Q&A audience sessions – including TV’s wine expert Oz Clarke, TV chef Phil Vickery, Mr Motivator and a new partnership bringing special guests on board from popular shows such as Strictly Come Dancing and The Sky at Night.
• New destinations including the Croatian island of Korcula and Helsingør in Denmark, or a once in a lifetime voyage to the Caribbean and Central America to add to firm favourite ports of call.
• An expanded range of optional shore itineraries for 2025.

Other stories for the media:

Sister’s research into the Over-50s market has revealed some new story angles.

From the rise of the Golden Geek – a significant trend towards post-retirement development - mind-food, deep-dives and special interests – to the new trend in pan-generational travel, as parents and their over-50 children look to reliable environments in which to spend time together, all details are available from Sister.

Sister Communication’s Matt Potter (ex-Telegraph, BBC, Washington Post, Independent, Daily Mirror, Channel 4) and Anna-Louise Dearden (Telegraph, Metro, Daily Mail and ex Editor in Chief at Saga) add:

“We’re journalists, and we’ve both worked brand-side and as content marketeers too – so we've spent our professional lives crafting great stories and making sure they hit home for the channel. We know we can collaborate with journalists, editors, talent and broadcast producers to get them stories that their readers, viewers, subscribers and fans will love.”